Sustainable SEO Critical Thinking Required
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Transcript of Sustainable SEO Critical Thinking Required
Sustainable SEOCritical Thinking in SEO
Higher Level Concepts:Taking SEO to a New Level
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Presentation Overview SEO Gone Horribly Wrong
Higher Level SEO
The Key to Critical Thinking
Most Common SEO Issues SEOs Fall Short On
Online Reputation Management
Tools & Resources
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
SEO Gone Horribly Wrong
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
SEO Gone Horribly Wrong
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
SEO Gone Horribly Wrong
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
The Common Understanding:
SEO is the process of helping to ensure a site properly communicates that
“this content is the best match for this search”.
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
The Common Understanding:
“Let Google Figure It Out”“Google Can Now Read AJAX”
Google Now Encourages Responsive Design“Page Sculpting Matters”
“Industry Tools Can Help Maximize SEO”
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
The Reality:
Billions of Pages Out ThereHorrific Code Issues Abound
Magic Bullet Methods Gone WildOut of Control Spam Automation
Google Struggles with Script Driven Sites
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
The Reality:
Google was forced to take extreme measures at combatting spam
Result: Ever Increasingly More Algorithm Layers
Algorithms Do Not Cooperate With Each Other
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Launching Redesign Before You Should
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Redesign Launch Without Higher Level Input
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Redesign Launch Without Higher Level Input
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Bad Architecture Left Unchecked
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Bad Architecture Left Unchecked
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Bad Architecture Left Unchecked
Actual Pages: 2500 Indexed: 646,638
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Bad Automation Left Unchecked
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On-Site Unrestrained “Optimization”
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Higher Level SEOThe Reality:
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Higher Level SEO
So – What’s The Key To Higher Level SEO?
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Higher Level SEO
So – What’s The Key To Higher Level SEO?
More links?More content?
More social?
Better links?Better content?
Better social?
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
So – What’s The Key To Higher Level SEO?
Critical Thinking
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Higher Level SEO
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
Critical Thinking in SEO
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
Search Engines First Task: Searcher Intent
What is the full question being asked by the searcher? e.g.:
“ERISA Attorney”Looking for an attorney who specialize in ERISA?Want to know what an ERISA attorney specializes in?Want to know what it takes to become an ERISA attorney?
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
Search Engines Next Task: Cross-Signal Validation
“Is this content the best match for this search?”
What is the primary topic for this page?
Is this page the best source of information on this topic?Does it most closely answer the question asked ?Is this page trustworthy?Does the site offer a good user experience overall?
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
Your Task:
Match Topical Focus To Your Ideal Searcher Mind Model
Send Consistent Topical Focus Signals
Send Consistent Quality Experience Signals
Avoid Crappy Shortcuts
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
Most Common Issues Site Owners & Most SEOs Fail At:
Topical FocusOn-Site SignalsOff-Site Confirmation
TrustOn-Site SignalsOff-Site Confirmation
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEO
Topical Focus
What is the primary focus of this page?
What is the primary focus of the section of the site this is on?
What is the primary focus of the site this content is found within?
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Topical Dilution
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Topical Dilution
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Topical Dilution
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Topical Dilution
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Topical Dilution
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Topical Focus: Consider Relevant Synonyms
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Topical Focus: Think Like Your Market Thinks
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Topical Focus: Rich Relevant Section Index Pages
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Topical Focus: Tight Sectional Navigation
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Topical Focus: Tight Sectional Topical Intent
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Topical Focus: Deep Rich Organized Content
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Topical Focus: High Quality All The Way Down
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Topical Focus: Deep Rich Evergreen Content
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Topical Focus: Deep Evergreen Win
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Topical Focus: Rich Unique Local Content
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Topical Focus: Signal Confusion
Robots.txt: Disallow: On-Site-Search/
On-Site-Search Page Level: Meta Noindex, Follow
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Topical Focus: Signal Confusion
Page Title: Keyword One | Keyword Two
URL: Keyword Three
H1: Keyword Four
Content: Keywords one, three, five, seven
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Topical Focus: Off-Site Validation Matters
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Topical Focus: Don’t Ignore Bing
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Topical Focus: Off-Site False Signals
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Topical Focus: Off-Site False Signals
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Topical Focus: Off-Site Consistency
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Topical Focus: Off-Site Consistency
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Off-Site: Google+ Matters
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Off-Site: Google+ Matters
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Off-Site: LinkedIn Matters
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Off-Site: LinkedIn Matters
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Higher Level SEOTrust
Was a visitor unhappy with the results they clicked to?
Were they confused when they got to the site?
Couldn’t find the information?
Info found wasn’t what they were looking for?
Were they overwhelmed with distractions?
Did they have to spend too much time on-site?
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Higher Level SEOTrust
What do others say about this site?
Its topical focus
Its trustworthiness
Its authority
Its reliability
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Trust: Perceived User Experience
Errors Google Seese.g.: 404 – Not Found, 403 (Soft 404), 500
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Trust: Don’t Forget User Behavior
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Trust: It’s Not Just Main Page Quality
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Trust: Review For Intermittent Problems
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Trust: False Signals
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Trust: False Signals
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Trust: Reputation Signals
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Trust: Reputation Signals
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Trust: Reputation Signals
Online ReputationReality Check
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
1 Page on a scam site can rank for your phrases or brand because of site scale• PissedConsumer.com 500,000 pages• RipoffReport.com 1,100,000 pages• Scam.com 3,400,000 pages• Scambook.com 8,100,000 pages• 800Notes.com 1,900,000 pages• Yelp.com 11,600,000 pages
Scam Sites allow unsubstantiated complaints
• Competitors & disgruntled employees can post anything they want
• No proof of claim required• No personal identification confirmation required• Legal process can take two years to get court order to
remove false claims
Online ReputationReality Check
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
• Don’t post fake reviews / comments• Don’t create fake news sites• Don’t create fake reviews sites
• $500,000 fine • Permanent .gov site record• Legacy SERPs from news coverage
Online ReputationNever Fight Fire With Fire
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Online ReputationSaturate Content Across The Web
Main SiteCorporate Site
Customer Support SiteComplaints Resolution SiteCustomer Testimonials Site
Debunking Scam Stories SiteMember Services Site
Consumer Advocacy SiteProduct Return Policies Site
Company History SiteCommunity Outreach SiteGiving Back SiteTwitter CorporateTwitter Customer SatisfactionTwitter Member ServicesTwitter Consumer AdvocacyTwitter Community OutreachTwitter Giving Back
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Online ReputationSaturate Content Across The Web
Facebook CorporateFacebook Customer Satisfaction
Facebook Member ServicesFacebook Consumer Advocacy
Facebook Community OutreachFacebook Giving Back
YouTube ChannelYouTube Customer Satisfaction
ChannelYouTube Consumer Advocacy
Channel
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Online ReputationORM Key Points
Add value with each new site & profile
Press releases for each new site
Press releases for each new social profile
Build Quality Links to each site & profile
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Online ReputationTrust + Uniqueness – Over-Optimization = ORM WIN
Don’t hide corporate ownership of any site
Vary Target Keyword Phrases across sites
Link Social Profiles only to the appropriate site
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Online ReputationORM Attack Research Techniques
“Other Sites On This Server” lookup on suspicious “reviews” sites
Research ownership info of suspicious “reviews” sites
Research online presence of attack commenter usernames
Research cross-promotion of attack content by commenters
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Limitations of SEO Tools
TBPR (inaccurate, non-timely shiny object)
DA/PA (not accurate – can’t know how Google treats links)
Link Reporting Tools (not comprehensive, no way to know which no longer are even counted)
“All” vs. “Followed” Link Counts
Disavow Process – not a cure-all – can take months
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Technical Quality ResourcesGoogle Webmaster Toolshttps://www.google.com/webmasters/tools/
Bing Webmaster Centerhttp://www.bing.com/toolbox/webmaster/
Speed Checks:http://URIValet.com http://WebPageTest.org Code Validation Checkshttp://validator.w3.org/ http://jigsaw.w3.org/css-validator/
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Industry Tools & Resources
http://www.seomoz.org/google-algorithm-change
http://SEOmoz.org http://SEMRush.com (Pro Q&A)
http://RavenTools.com/ http://AuthorityLabs.com
http://ahrefs.com http://OpenSiteExplorer.org
http://TheShortCutts.com
Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
Search Industry Blogs & Newshttp://SearchEngineJournal.com
http://SearchEngineLand.com
http://MarketingLand.com
http://SearchNewsCentral.com
http://Inbound.org
http://SEOmoz.org/blog
http://SearchEngineWatch.com